Comments on: CBS’ plans for Last.fm http://www.lostremote.com/2007/10/08/cbs-plans-for-lastfm/ Where TV Finds the Future Mon, 01 Dec 2008 20:53:35 +0000 http://wordpress.org/?v=2.5.1 By: Rick http://www.lostremote.com/2007/10/08/cbs-plans-for-lastfm/#comment-519383 Rick Tue, 09 Oct 2007 16:46:20 +0000 http://www.lostremote.com/2007/10/08/cbs-plans-for-lastfm/#comment-519383 I don't know that the CBS approach is TV focused as it is corporate focused. Moonves seems to see social networking as a way to build communities around Viacom properties, to the exclusion of its competitors. Granted, Viacom's approach isn't any different than NBCU or News Corp, but the challenge all these big media companies have is that TV, sports, movie and music fans aren't naturally segmented in the way that, for instance Windows and Mac fans separate. My hunch is that when it comes to social networking around a TV show or sport, people either want hyper-targeted "All About CSI," or very macro "All About TV." Creating a world that is "All About CBS" just doesn't seem to be the answer. I don’t know that the CBS approach is TV focused as it is corporate focused. Moonves seems to see social networking as a way to build communities around Viacom properties, to the exclusion of its competitors.

Granted, Viacom’s approach isn’t any different than NBCU or News Corp, but the challenge all these big media companies have is that TV, sports, movie and music fans aren’t naturally segmented in the way that, for instance Windows and Mac fans separate.

My hunch is that when it comes to social networking around a TV show or sport, people either want hyper-targeted “All About CSI,” or very macro “All About TV.”

Creating a world that is “All About CBS” just doesn’t seem to be the answer.

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